A digital platform aimed to bring all the diverse aspects of the famous fashion brand with the help of some of the most influential creatives today. Here is what you need to know about F Is For…Fendi.
What
F Is For… is a 360° communication platform made by millennials for millennials to share honest content and experiences. They are in charge of how they choose to convey the Fendi DNA making it one of the most authentic tools for the house to reach new audiences.
Who
The creative online space is a brainchild of Cristiana Monfardini who has been working as VP of Communication at Fendi for 12 years.
Why
More than ever it has become important for fashion houses to connect to an array of generations, and nothing entices the millennials more than the medium of online and ability to curate their own creative space. Plus, who wouldn’t want to be part of the Fendi tribe?
Jordan Clarkson
How
The unfiltered content is categorised into five parts such as FREAKS that further explains the concept, FULGORE that brings unique fashion editorials that all have a link with Rome, city of Fendi. FACES gives users a better understanding of people chosen for this platform while FREEDOM is where you find the secret gems of restaurants, hotels and destinations that you may not have heard of before. Finally, FEARLESS is your gateway to music, art and cultural content.
The Names
The most recent names added to the platform include contemporary artist Pokras Lampas with expertise in calligraphy who decorated the Fendi rooftop in Rome with his bright yellow design. NBA star Jordan Clarkson also took to the skies for a video created and curated by Leonetta Luciano Fendi, daughter of Silvia Venturini Fendi, on the rooftop of Palazzo Della Civiltà Italiana, Rome.
Pokras Lampas takes over Fendi rooftop.
Final Say
The platform, which celebrates the creation of millennial-native authentic content as well as Fendi’s rich heritage, is an exciting venture for the brand and we look forward to seeing how it evolves.
